Brand Positioning

Positioning and repositioning a brand

Brand Positioning


Joseph Clift, Event Reports, Cannes Lions, June 2014

This event report concentrates on a Cannes Lions workshop session from Y&R and BAV Consulting, focusing on sustainable branding and CSR.


Liz Tinlin, Market Leader, Quarter 3, 2014

This article sets out what brand purpose is, why an organisation would aspire to one, and how a business should go about creating purpose.


Laurence Green, Market Leader, Quarter 3, 2014

This article provides guidance on translating purpose into communications for businesses with a social, not just economic, value.


Tessa Thorniley , Event Reports, GMIC, May 2014

This article describes the comparative positioning in China of Weixin, a messaging app by Tencent, and Weibo, a micro-blogging site, and their respective aims for the future.


Cannes Creative Lions, Winner, Creative Effectiveness Lions, 2014

This case study describes how Virgin Mobile, the mobile phone network, increased its share of the Australian post-paid market by generating earned media coverage following its recruitment of Doug Pitt, actor Brad Pitt's younger brother, as a brand ambassador.


Cannes Creative Lions, Winner, Creative Effectiveness Lions, 2014

This case study describes how Lurpak, the butter brand, created a global brand positioning based on a universal food truth around the joy of cooking for food lovers.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This campaign boosted admissions at a Peruvian engineering university with an innovative billboard.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how Mondelez relaunched its Fidorka, a sweet biscuit snack, to 20-45 year-olds as a fun/playful product in the Czech Republic.


Michael McCarthy and Gillian Oakenfull, Journal of Advertising Research, Vol. 54, No. 2, 2014
This study explores Caucus, a research methodology specifically designed to elicit the key brand associations that drive product differentiation and brand positioning in product categories characterized by many competitor brands - each having a relatively low market share. It begins with an overview of this methodology, contrasting it with two existing brand-association elicitation methodologies.

WARC RECOMMENDS


BEST PRACTICE

How to position effectively

Tips, reminders and recommended reading


ARTICLE FOCUS

Create brand appeal

Implicit marketing and repositioning brands


BEST PRACTICE

Brand positioning statements

A practical how-to guide for marketers


CASE STUDY

NRMA: Differentiation makes a massive difference

Positioning a brand to justify a price premium